Benjys to drive up franchise profile with new van fleet

500 vehicles to be converted into mobile stores

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Updated: Nov 5, 2013 Published: Sep 18, 2003

Sandwich firm Benjys has announced that it will convert 500 vans in a £6 million move to further expand its franchise operation, following the unveiling of the prototype vehicle at the National Franchise Exhibition last week.

The vans will be converted into mobile catering vehicles, housing a wide range of Benjys products to be sold on to consumers. The company claimed the high-speed vans will provide them with a significant advantage over its competitors.

Benjys will receive the first 100 Vauxhall Vivaro vans in October, with the rest arriving in stages until March next year.

The vans can transform from a regular van to a fully-equipped sandwich shop within 30 seconds, with an interior design that Benjys claimed allows products to be served in a “clean and hygienic manner.”

The move is the latest part of Benjy’s expansion plans in the £400 million sandwich market, with the company pinning its hopes on the “revolutionary” catering vans.

Benjys said that it has received an “unprecedented” amount of interest since it decided to become a fully-franchised business, with 1000 applications for the first 50 franchise positions.

Ian Rickwood, chief executive of Benjys, said that the van’s design will provide a “fundamental” competitive advantage.

“The customer experience will quickly reinforce that Benjys Delivered brings with it the same level of operational excellence, hygiene and innovation that is now a fixture of the sandwich chain operation.

“Response from the franchise industry and potential franchisees has been much better than anticipated,” he said.